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Consumer Decisions under Calorie Estimation: Review, Application and Prospects

Xiang Li, Fuying Dai


Calorie estimation has a significant impact on consumer decisions regarding food choices. This paper provides a systematic review of research findings on calorie estimation in marketing, categorizes calorie estimation modes into magnitude-numeric mode and health-heuristic  mode. It further distinguishes between two dimensions of cognitive and behavioural intentions to illustrate psychological mechanisms. In practice, it describes existing marketing strategies in the context of influencing factors. The main contributions are: Firstly, this paper  expands the application of the theory in marketing by  emphasizing the importance of self-monitoring and  advocating healthy and sustainable  marketing. Secondly, this paper provides feasible directions for future research, to explore effective methods for the integrated assessment of different calorie estimation modes, and to explore consumption behaviors between indulgent and abstinent consumers.


Calorie Estimation; Estimation Modes; Averaging Bias; Self-Monitoring; Health Marketing

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DOI: http://dx.doi.org/10.18686/fm.v7i3.4899